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THE CONSUMER AS A SOURCE OF MARKETING INFORMATION IN THE INFORMATION SOCIETY

Kamila Peszko

Abstract

The development of IT technology has provided people with free access to the Internet, which is now a place for consumers to look for opportunities to share their observations with others. The Internet user wants to be more aware, and willingly participates in the development of emerging brands. Companies have also found their place on the Internet, where they source information from Internet users. They realize the power of the consumer as a source of marketing information, and "take advantage" of consumer behavior to promote their brands. They analyze information about consumers, especially consumer preferences, and then publish this via social media in ways that might appeal to users and lead them to share it with others. This study describes this relationship between consumers and marketing via the Internet, and how the consumer is a source of marketing information, because of the possibilities created for entrepreneurs in the information society.